Welcome Session B8- Tourism Foundations:

Transcription

1 Welcome Session B8- Tourism Foundations: Media is the Mediator between Tourism & Society: Editorial Content vs. Marketing, Promotions & Advertising 3:45pm 5:00pm To receive a Certificate of Completion, please provide information requested in the session sign-in sheet for each session attended

2 Media is the Mediator between Tourism and Society: Advertising, Marketing and Promotions.

3 Hello, My Name is: Bethany Sam Innovator & Project Manger First Nation s Focus Business Development Manager Sierra Nevada Media Group (SNMG) Hunkpapa Dakota (Enrolled Standing Rock Sioux) Kuiza-tika-ah Numa (Lee Vining Paiute) & Wašiw (Washoe)

4 Tribal/Native news magazine for the State of Nevada & Eastern Sierra CA. FREE distribution of 18,000 print copies. All 27 Nevada Tribes 6 Eastern Sierra Tribes Their tribal businesses/enterprises Inserted into Nevada Appeal and Record Courier newspapers Monthly Publication Readership of about 55,000 people We re online:

5 Who is SNMG? 4 Newspapers and their websites Distributing news to over 880,000 people in Northern Nevada. 4 Magazines 2 Online directories: Tahoe.com and EverythingNevada.com 12 different marketing services

6 Our Data Partner Borrell Associates is highly soughtafter speaker for conferences and one of the media industry s leading analysts. Borrell Associates is ranked in the top 2% among Gerson Lehrman Group s 150,000 consultants worldwide and is quoted frequently in The Wall Street Journal, The New York Times, Ad Age, Forbes and other publications.

7 Advertising, Marketing & Promotions What is the ultimate goal for Tribal/Native tourism?

8 Owned Media vs. Paid Media Owned Media is the content you re in full control of; company website, your blog, and social media accounts Paid Media refers to external marketing efforts that involve a paid placement. Paid Media includes digital, print, video, social, radio, billboards, promotional events, TV advertising Traditional and new media mediums.

9 Marketing Made Simple Who is spending, how much, and why? What are they spending it on and why? How does it work? How to reach your customers? Making your customers work for you.

10 About the Nation Let s Go Big

11 What They Spend What They Spend Companies from $250 million to $500 million revenue plan to spend 10% of annual revenue on advertising. Commerce marketing accounts for 8% of the marketing budget (second-highest category). B2C marketers spend a higher percentage (9%) on digital commerce than B2B marketers (7%). Retail and financial services both spend 9% on digital commerce. This digital commerce spending is driven by a desire to build direct-to-consumer (DTC) engagement, in part to drive incremental revenue, but more importantly, to gain customer insight and secure brand preference and loyalty. Nearly two-thirds (65%) plan to increase spending on digital factors contributing to the digital advertising increase include: Shifting dollars to digital advertising Decline of organic social in favor of paid social The rising importance of video -Gartner Market Research

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13 Perspective Let s Talk Audiences

14 The Distracted Generation

15 There is a little Millennial in each of us. A number of Baby Boomers are starting to understand and appreciate the technology that is out there. They re also trying to appreciate and experience the convenience of buying online. --Mark Larson, Head of Consumer and Retail, KPMG

16 Today s Consumer multimedia multiscreen multitaskers 81% of consumers research online before they make an in-store buy or pick a restaurant. -Adweek, 2016 I Nanticoke Health Services

17 What Audience Do You Want? How do you reach them?

18 Advertising 100 years ago. (1918)

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20 Advertising 47 years ago. Keep America Beautiful Campaign

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22 Advertising 29 years ago.

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24 Advertising in 2018

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26 Big-Picture Trends ?

27 Many Pieces Influence Your Customer

28 How Does It Feel? 83% Locally vs. 75% Nationally 17% Locally vs. 25% Nationally

29 Full Funnel Marketing Plan

30 TIME TO GET SMART FULL FUNNEL MARKETING PLAN Each marketing tool has a role in driving your targeted audience through the funnel to turn them into evangelical customers.

31 Funnel Level One: Awareness The Power of Display: Print and Online At the top of every creative brief should be one objective: Make people aware of your brand, again! Brian Sheehan AdWeek, August 2017

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33 Newspapers continue to reign supreme in the delivery of local news If you want to know what s going on in your town whether the news is about the mayor or taxes or high school football there is no substitute for a local newspaper that is doing its job. Warren Buffet Feb 28, 2017 Fortune magazine

34 Digital Display Source: OPA 95% of time online is NOT on search

35 Funnel Level 2 & 3: Convert to Known and Engagement

36 CONVERT What to They KNOWN: Spend Local Search Help Those with the Intention to Buy $$$ Find You Google: -Search Engine Optimization building a website so that it is organically found -Search Engine Marketing Spending money to be found or sponsored, ex. through AdWords Google is expensive for small businesses! Local Directories: -Search Engine Optimization descriptive listings, profiles and interfaces found through both Google and onsite search -Search Engine Marketing Sponsored listings and search results Directories drive great leads!

37 Social Media & The NEW Credibility Pyramid Peers Experts Media Marketing/Advertisi ng

38 Every business is now a publisher. Every social media marketer is now an editor. The CHALLENGE is that once you build it you have to FEED the CONTENT beast.

39 What does it eat? (authentic, high value)

40 Content is the Currency (social & content marketing) Content influences almost every other online strategy: Blogging, Long Form, Infographics, Video and more. Tailoring content by platform matters and attracts new traffic 96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016) Builds your reputation (if authentic and high value)

41 Doing social media Posting matters It s more than just a landing page Place to have conversation Position yourself as an expert Share relevant information Activity builds trust

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48 True Secret of the Beast s Power?

49 Secret of the Beast s Power: Customer Sentiment Tool

50 Funnel Level 4 & 5: Personalization and Purchase Conversion

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52 About Reno DMA I Nanticoke Health Services

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55 Funnel Level 6: Advocacy / Relationship

56 So happy together! YOU YOUR CUSTOMER

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58 Peers Experts Media Marketing/Advertisi ng

59 Having your customers become cheerleaders for your brand is the mecca of marketing: Your customers not only sell for you, but they communicate in a way far more powerful than any content your brand can create. Julie Fleischer, Director of Data + Content + Media at Kraft Food Group

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61 The marketing puzzle becomes a powerful picture.

62 My marketing experience working with tribes & their tribal communities

63 THANK YOU FOR YOUR TIME! Q & A